'FIT' tourists set to grow industry

A rise in the number of "FIT" (free independent traveller) tourists coming to New Zealand is expected to give a boost to the tourism industry in Rotorua and the rest of New Zealand in coming years.

At the annual Trenz (Tourism Rendezvous New Zealand) conference and trade fair this week in Christchurch, the Tourism Industry Association of New Zealand (Tianz) and Tourism NZ have been promoting an industry focus on the currently growing FIT tourist market, especially those at the "high yield" or premium end of the scale.

Hell's Gate Thermal Reserve was one of 24 Rotorua operators represented at Trenz.

Chief executive Bryan Hughes said FIT operators like Hell's Gate were expecting to grow "dramatically".

"A lot of the wholesalers are now doing FIT rather than groups and because of that FIT experiences like us and most of New Zealand are going to do very well from the distribution chain.

"In the past, if you weren't into groups, then you weren't really in the distribution chain but now we are."

Mr Hughes said FIT travellers were very savvy. "They want a personalised experience and this is where a lot of businesses can make some cut through."

This year at Trenz, Hell's Gate had targeted the Japanese market for the first time, "and we believe our growth there is going to be phenomenal over the next few years."

This was Hell's Gate's fourth year at Trenz, and it was "probably the best we've ever been to".

"The highlight for us has simply been the acceptance that we're actually having for the product."

Helping that, was the company's second nomination for the finals of the Tourism Awards. "This year we intend to take it out."

According to Tianz, Trenz is the country's biggest business conference, and this year drew more than 1600 international and domestic industry and media delegates and featured 446 exhibiting companies. Tianz estimates Trenz, which ended yesterday, will generate $2 billion worth of business.

- NZPA